Adero
Creative direction
Brand identity
Packaging design

Adero is a smart system of tags to keep track of your personal belongings. Michael designed the brand identity and packaging systems to launch the new product. Concepts focused on order, organization, chaos, systems…and a typographic accent: the halo macron—your guardian angel of simplifying. The final identity (shown in the last four images) was inspired by Adero’s invisible technology layer as well as the form of the product. Arrow illustration by Giovanni Pintori for concept direction. Product design by Fjord.

Kim and Proper is a line of dresses from fashion designer Kim Bachman, made in California. Michael was brought on by Kim to design and direct the brand launch. All details in the work—from model selection to photography style to brand design—reflected the core inspiration of the founder, yet the process to get there was broad and expansive. Launching Kim and Proper was a dream project, especially collaborating with a small but very talented team. Photography by David Martinez.

Kim and Proper
Creative direction
Photography direction
Brand design
Brand identity

Wine Direct
Creative directionBrand identity
Brand design

Bottle Theory was the first wine club launched by Wine Direct, bringing consumers quality wine made by small wineries. This was in contrast to most wine clubs that repackage factory wine targeted to every demographic imaginable.

Michael was hired to design three brand identity systems leading up to launch, as when you can’t decide on a name this makes perfect sense. The Bottle Theory identity reflects the spaciousness of the name, with the logotype built around a monogram that brings a modern and fresh feeling to very crowded space.

Storied is a powerful, mobile-first publishing system built for the modern web. Storied sites look and feel like beautiful apps with custom touch interfaces usually found only in native apps. But Storied sites run in a browser on any device and are dynamically responsive.

Michael was creative director and all things design at Storied, with his work focused on the creation of the product: from features and functionality to the overall publishing experience. As part of the founding team he helped launch Storied. Publishing partners include Sony Pictures, Variety, The Hollywood Reporter, Women’s Wear Daily and Fast Company.

Storied
Creative direction
Product design
Brand design
Brand identity

Subaru
Creative direction
Brand design

Symmetry is an intrinsic concept running through Subaru’s entire model lineup. Michael was asked to design a piece for a global audience to elevate Subaru’s principles and benefits. In the Symmetry microsite Subaru models explore safety and performance through the themes of balance, control and power. 3d renderings and videos are showcased in detail and explain technologies like Symmetrical All Wheel Drive and how Subaru’s design choices create a safer car.